In today's times we see everyone, be it a person or a company, going digital. 'Digital' has most certainly become a way of life for businesses all across the globe for obvious reasons like lowered costs, widened reach, instant customization and most importantly it enables anyone anywhere (even private individuals) to circulate information and further increase reach. Digital media offers various platforms to marketers that can suit their varied needs at a given point in time. These platforms are namely mobile phones, social networking sites, search engine optimization, in game advertising, article marketing, blogs, pay per click, online brand monitoring, e-mails, RSS, banner advertising, websites etc.
If we talk about marketing and branding, these days, social media definitely stands as a clear marketing leader. What started, once upon a time, a mere tool to get in touch with friends and loved ones, has now reached new heights due to its increasing importance for different types of companies (both online and brick and mortar). Social networking sites like Twitter and Facebook have paved the path for success for various companies and their CRM efforts by bringing them closer to their potential customers. An important reason for this shift towards social media is the changing consumer behavior and the increasing knowledge and cautiousness on the part of the individuals. People are not ready to take any risk on a company that might not offer them value for their money. Social networking sites have been a great help in overcoming these fears of individuals by providing companies with word-of-mouth style third party reviews. Let us now talk about how digital medium offers instant customization for marketers in order to help them get a step closer to their customers. Advertisements can now be contextualized on the basis of the viewer's profile. Also, marketers can target only those viewers whose profile matches with that of their target customers. The social...
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